December 4, 2012

7 Reasons No One Reads Your Company Blog (And What to Do About It)

published this at 7:25 am

How to Blog

by
Timothy Carter

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7 Reasons No One Reads Your Company Blog (And What to Do About It)

Alright, maybe you’ve got a company blog. That’s great. With that, you’ve got a semi-casual avenue to “talk” to your customers, share news and comments about what’s going on, and provide some valuable or useful information while you’re at it. Maybe at some point, you’ve even realized that you can use it as a customer service platform by making it home to easily accessible FAQs – always useful, especially if you sell tech stuff not everyone is going to figure out quick.

So why isn’t anyone reading your blog and how can you remedy this problem?

Problem 1: You Bore People

Simply put, you’ve got nothing on your blog that people want to read. You don’t ask them questions, get them thinking, or engage their emotions. Your blog could contain the most useful information in the world, but it won’t do you any good if people fall asleep halfway through your first paragraph.

Solution: Spice Things up a Bit

Add pictures to give visual representations of what you’re talking about. Maybe toss in a relevant video or two. Engage people’s emotions and make them feel things other than boredom and crushing apathy! Give them something in the content to care about, rather than write like you’re slapping together a technical manual you know nobody is ever going to read.

Problem 2: It Looks Awful

Your site might be one of the ugliest things they’ve seen on the Internet. Okay, that is actually harder to pull off than it sounds, but that’s mainly due to the sheer density of the ugly, horrific things you can find if you bother to look.

Solution: A Makeover

First things first: get rid of the clutter. Remove any widgets or things that the blog doesn’t actually need, because they’re just taking up room and probably don’t fit in with the overall “look.” Go for simpler, less flashy colors, rather than the sparkle and glitter you’d expect from a teenager’s custom page. Rearrange things so there’s a lot less clutter and a lot cleaner in presentation. Too much going on at once makes a site ugly and really hard to navigate.

Problem 3: Your Site Is a Lifeless Husk

Is your blog relevant, or is most of the content consisting of nothing more than extinct posts that have no relevance whatsoever? Is all of it outdated information, serving as little more than a magnet for dust and an archive of long-forgotten notions and trends most people would rather forget ever happened?

Solution: Update Regularly

This is probably the single oldest piece of advice ever for people who have a blog, yet it is the one that is most likely for people to ignore. Keep the content fresh and relevant, and keep it coming at a regular pace. This doesn’t mean “update once every three months.” This means “update once a week or more, if you can manage.”

Problem 4: Your Prose Is Purple

“Purple prose” is a term used to describe written content that is long-winded for no real reason, often going into endless metaphors without really saying anything. This is good if you’re trying to write a terrible romance novel of some sort or if you’re emulating the popular writing style of certain historical periods. This is bad if what you’re trying to do is to get a point across.

Solution: Focus Your Content

Cut down on the metaphors and try to keep the content detailed, but without delv

Problem 5: Your Content Isn’t Dynamic

Words don’t always say it well enough.

Solution: Add images, graphics, visual representations.

Newspapers and magazines, despite being focused on content and words, words, words, also toss in pictures and graphs to break up the monotony. Pictures are great not only for putting a visual representation of what you’re saying, but also as an “opening paragraph” – every writer knows one of the hardest things to do is to hook people in from the get-go.

Problem 6: Way Too Much Advertising

A blog is not meant to be a platform for advertising and marketing. Yet, some people overload them with ads and marketing banners, with some instances of them using posts as nothing more than sales spiel. People will walk away if you think you’re trying to sell them something they don’t want. This is true even when they’re reading a corporate blog.

Solution: Trim the Ads

Cut down on the ads. What little ads you do keep, make sure they’re not placed in an in-your-face manner, but instead are off to the side where they don’t get in the way of the content or navigation.

Problem 7: You’re Just Not Relevant

In theory, you ought to know your audience best. You know what they want to see and what is critical to their mission. If you don’t know that, you really ought to reconsider your business plan, since you probably don’t know who you’re supposed to be selling to, either.

Solution: Be Relevant

You know your audience, which means that to some extent, you have some idea of what they don’t know. Give them that. Insight into unorthodox uses of their favorite product or little-known functions that might come in handy are possibilities.

Author’s Bio:

Timothy Carter writes about social media, social marketing and trade shows at SmashHitDisplays.com. You can also find him on on Google+ and Twitter as @TimothyCarter


Thank you, Tim, for adding insight to the conversation!

–ME “Liz” Strauss

Buy the Insider’s Guide to Online Conversation.

Filed under Blog Basics, Marketing /Sales / Social Media, Successful Blog | 3 Comments »


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3 Comments to “7 Reasons No One Reads Your Company Blog (And What to Do About It)”

  1. December 6th, 2012 at 4:11 pm
    Dave Young said

    Great list! We’ve found that if you can get the CEO or founder to create the content, you can eliminate boring content…IF they are truly experts in their field.
    Problem is, they are usually the busiest person in the company.
    We got around it by developing a system of content production using an interview model. We record 4 or 5 interviews at a single sitting on relevant topics. We then rewrite them as blog content…and can also produce the interviews for use as podcast content. It works quite well.

  2. December 17th, 2012 at 7:58 pm
    www.bookmarkwebsites.co.uk said

    7 Reasons No One Reads Your Company Blog (And What to Do About It)…

    Social Media Consultant, Timothy Carter, shares on Successful Blog 7 reasons a company blog is failing and 7 tips to fix that problem….

  3. December 19th, 2012 at 8:19 am
    projobspot.com said

    7 Reasons No One Reads Your Company Blog (And What to Do About It)…

    Timothy Carter shares 7 reasons a company blog is failing to connect with people and 7 ways to improve their blog….

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